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Target your customersBefore you start your social media marketing campaign, it’s important to get to know the online habits of your clients. Define your target customer and work out how, when and where they engage with social media channels. There’s no point posting enthusiastically on Instagram when your potential customers spend most of their time on Snapchat. By determining how old your target clients are, where they live and their work and lifestyle, you might be able to get some idea of how they spend their time on social media. A recent study of social media demographics, for example, found that the majority of Facebook users are female, mainly between the ages of 18 and 49, and most spend about 20 minutes a day on the platform. Twitter users, on the other hand are predominantly male, between the ages of 18 and 29, and only spend an average 2.7 minutes on the app.Social media strategist Jemima Gibbons advises, “If you do have some money to spend, this is one area where it would be worth paying a consultant or agency to produce an initial report for you. If not, often it’s good to just follow your hunches – ask people you know in that demographic what they like, or read on social media, and do some desk research. A good Google should bring up some decent results around ‘most popular social network for 18-24 year old women’, for example.”

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